The surprising story behind the new beauty store sending Aussie shoppers wild - and prices start at under $10
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A new name in beauty has got Aussie shoppers buzzing - but a closer look at the brand reveals a surprising familiar detail. Priceline's non-pharmacy stores are undergoing a stunning rebrand, transforming into Atomica - a chic new beauty destination that blends affordability with luxury.
![[With brands like Innisfree, The Ordinary, Clinique, La Roche-Posay, CeraVe, and Coco & Eve, Atomica caters to everyone, from the skincare novice to the seasoned beauty enthusiast]](https://i.dailymail.co.uk/1s/2025/01/15/04/94108371-14285823-With_brands_like_Innisfree_The_Ordinary_Clinique_La_Roche_Posay_-a-26_1736915579791.jpg)
The first Atomica store opened its doors at Castle Towers in late November 2024, and it's already drawing comparisons to cult beauty giants like Mecca and Sephora. With more stores set to open soon, beauty lovers are obsessed with Atomica's unique approach to pricing.
![[The first Atomica store opened its doors at Castle Towers in late November 2024, and it's already drawing comparisons to cult beauty giants like Mecca and Sephora]](https://i.dailymail.co.uk/1s/2025/01/15/04/94108375-14285823-The_first_Atomica_store_opened_its_doors_at_Castle_Towers_in_lat-a-28_1736915580338.jpg)
Whether you're a beauty veteran or just starting your journey, Atomica is proof that affordable beauty doesn't have to compromise on quality or experience. The Castle Towers location offers curated sections of products priced 'under $10', 'under $20', 'under $30', and 'under $40'.
![[Priceline fans can still use their Priceline loyalty cards at Atomica stores, meaning all those points you've been saving can go toward your next beauty haul]](https://i.dailymail.co.uk/1s/2025/01/15/04/94108373-14285823-Priceline_fans_can_still_use_their_Priceline_loyalty_cards_at_At-a-25_1736915579790.jpg)
Shoppers can snag coveted brands like Elf, Nyx, Milani, and Revolution without breaking the bank. 'I love this so much,' one shopper gushed online, while another added, 'it's giving Mecca and Sephora vibes but with cheaper brands, which I think is great, especially for the young girls.'.
![[Shoppers can take advantage of the dedicated ‘Glow Advisors’ whose role is to assist customers with tailored beauty advice and in-store services using a high-tech skin scanner which analyses hydration, fine lines, pores, and oil balance]](https://i.dailymail.co.uk/1s/2025/01/15/04/94108377-14285823-Shoppers_can_take_advantage_of_the_dedicated_Glow_Advisors_whose-a-27_1736915580021.jpg)
Priceline's non-pharmacy stores are undergoing a stunning rebrand, transforming into Atomica - a chic new beauty destination that blends affordability with luxury. With brands like Innisfree, The Ordinary, Clinique, La Roche-Posay, CeraVe, and Coco & Eve, Atomica caters to everyone, from the skincare novice to the seasoned beauty enthusiast.
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